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Chapter Outline
1. Define the 5 Promotion Mix
tools
2. Why Integrated Marketing
Communications
3. Shaping the Overall Promotion
Mix
4. How to develop Advertising
Plan
5. Why do we use Public Relations
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2. Integrated Marketing
Communications
2.1 The New marketing Communications
Landscape
Technology is Changing
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2. Integrated Marketing
Communications
2.2 The Shifting Marketing Communications
Model
Mass media remain very important, their
dominance is declining.
Less broadcasting and more narrowcasting.
Media costs are rising, audiences are
shrinking, ad clutter is increasing, and
viewers are gaining control of message
exposure through technologies
Shifting their advertising budgets away from
network television in favor of more targeted,
cost-effective, interactive, and engaging
media especially digital media.
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3.1.1
Advertising
LT Image and
more Legitimate
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Integrated Marketing
Communications
Recognize all
points where the
customer may
encounter the
companys brands
Deliver a
consistent and
positive message
at each contact
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4.
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Comparative Advertising
Some
persuasive
advertising
becomes
comparative
advertising or
attack
advertising
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Which brands do
these slogans belong?
-The Worlds Local
Bank.
-The Citi Never
Sleeps.
-Open Happiness.
- Think Different.
- Connecting
People.
- Im lovin it.
- Where Dreams
Come True.
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Lifestyle
Fantasy
Mood or image
Musical
Personality
symbol
Technical
expertise
Scientific
evidence
Consumer-Generated
Messages
User-generated
advertising efforts
can produce new
ideas and fresh
perspectives on
the brand
Boost consumer
involvement and
with the brand
Online crafts
marketplace/community Etsy.com
ran a contest inviting consumers
to tell the Etsy.com story in 30second videos. The results were
positively remarkable
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Advantages
Television
Newspapers
Internet
Direct mail
Magazines
Radio
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Limitations
Television
Newspapers
Internet
Direct mail
Magazines
Radio
Audio only; fleeting exposure; low attention (the halfheard medium); fragmented audiences
Outdoor
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Return on Advertising
Investment
Net return on advertising investment
divided by the costs of the
advertising investment
Advertisers should regularly
evaluate the:
Communication effects
Sales and profit effects
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